Inside the Republican campaign for Tennessee governor as election day nears

The race to succeed Bill Haslam started of cordial until the negative ads started airing.
Michael Schwab/USA TODAY NEWTWORK - TENNESSEE

Republican gubernatorial candidates Diane Black, Randy Boyd, Beth Harwell and Bill Lee debate one another at Pope John Paul II High School in Hendersonville on June 20, 2018.(Photo: Lacy Atkins / The Tennessean)

The race has gone from a cordial affair with a clear front-runner to a brutal slog that remains a toss-up with just days to go before Thursday’s primary.

While touting their support for President Donald Trump, the four top-tier candidates have tried to flex their conservative muscles, amassed millions of dollars in donations and dipped into their personal wealth, all in an effort to secure the nomination.

For the first time in eight years, Republicans are able to choose from a slew of qualified candidates — including U.S. Rep. Diane Black, House Speaker Beth Harwell, Knoxville entrepreneur Randy Boyd and Williamson County businessman Bill Lee — who have tried to make their cases for more than a year.

Brenda Tindall hugs U.S. Rep. Diane Black as she talks with Chuck Shelton at a gathering to promote her GOP campaign for Tennessee governor on June 24, 2018, at Johnson's Antique Car Barn in Franklin. Lacy Atkins / The Tennessean

U.S. Rep. Diane Black talks with Ken Gaines at a gathering to promote her GOP campaign for Tennessee governor race at Johnson's Antique Car Barn in Franklin on June 24, 2018. Lacy Atkins / The Tennessean

U.S. Representative Diane Black bows her head in pray before the meal is served at a gathering to promote her GOP campaign for Tennessee Governor race at the Johnson's Antique Car Barn in Franklin, Tenn., Sunday, June 24, 2018. Lacy Atkins / The Tennessean

Supporters gather to meet with U.S. Representative Diane Black says the pledge allegiance at a gathering to promote her GOP campaign for Tennessee Governor race at the Johnson's Antique Car Barn in Franklin, Tenn., Sunday, June 24, 2018. Lacy Atkins / The Tennessean

U.S. Representative Diane Black talks to supporters at a gathering to promote her GOP campaign for Tennessee Governor race at the Johnson's Antique Car Barn in Franklin, Tenn., Sunday, June 24, 2018. Lacy Atkins / The Tennessean

Tennessee gubernatorial candidate Diane Black sings the national anthem at the Williamson County Republican Party's annual Reagan Day Dinner on Feb. 23, 2018, in Franklin. George Walker IV / The Tennessean

Sen. Diane Black, R-Gallatin, listens as Sen. Jim Kyle, D-Memphis, discusses a proposal sponsored by Black in the Senate Judiciary Committee on Jan. 8, 2008, in Nashville. The committee approved the resolution that would nullify a 2000 ruling by the state Supreme Court that the Tennessee Constitution offers greater protection of abortion rights than the U.S. Constitution. Mark Humphrey / AP

House Speaker John Boehner of Ohio, left, listens to a question during a news conference on Capitol Hill in Washington on April 15, 2011. From left are Boehner, House Majority Whip Kevin McCarthy of Calif., Rep. Cathy McMorris Rodgers, R-Wash., Rep. Diane Black, R-Tenn., and House Majority Leader Eric Cantor of Va. Evan Vucci / AP

Forty-three years after his injuries in Vietnam, Sgt. Doug LeTourneau received the Purple Heart from U.S. Rep. Diane Black on Nov. 11, 2011. Family and fellow soldiers came to the event from several states. File / Gallatin News

Sen. Diane Black of Hendersonville and Sen. David Fowler of Signal Mountain confer as debate continues on an ethics bill on the floor in the state Senate in April 2005. George Walker IV / The Tennessean

The race unofficially began two years ago, when Republicans gathered in Cleveland for their national convention where they selected then-candidate Donald Trump as their nominee.

While at the convention, Tennessee’s political insiders hobnobbed with some who were thinking about running for governor.

State Sen. Mark Green — who in January 2017 became the first candidate to enter the race — said he wanted to attend the RNC because it was historic. Green later halted his campaign after Trump nominated him to be Army secretary.

State Sen. Mark Norris, who was considering a run but later opted out after being nominated for a federal judgeship, hosted a reception for the state’s delegation at a hotel.

Boyd, then-commissioner of the Department of Economic and Community Development, paid for a lunch time gathering for Republican delegates where he struggled to speak over idle chatter inside a dueling piano bar.

As Boyd is talking, the crowd at reception is pretty loud, making it hard at times to hear what he's saying

Republican gubernatorial candidate Randy Boyd speaks to reporters after taking the first delivery of Volkswagen's new Atlas SUV in Chattanooga on May 18, 2017. Boyd put a deposit down for the new SUV when he was the state's economic development commissioner in 2015. Erik Schelzig/AP

Randy Boyd's, Gov. Bill Haslam's special adviser for higher education, speaks about the future initiatives he has planned for higher education in Tennessee during an editorial board meeting at The Tennessean offices on Sept. 4, 2013, in Nashville. Karen Kraft / The Tennessean

Republican gubernatorial candidate Randy Boyd speaks at a candidate forum at Lipscomb University's Allen Arena on May 15, 2018, in Nashville. Leadership Tennessee was the presenting sponsor of the forum. George Walker IV / The Tennessean

Randy Boyd, founder, president and chairman of Radio Fence Corp. in Knoxville, watches a dog named Carroll eat from the company's new electronic feeding system May 9, 2001. The machine allows pet owners to program full meals and small treats for their pets throughout the day Wade Payne / AP

Tennessee Economic and Community Development Commissioner Randy Boyd speaks to Gov. Bill Haslam, Hankook Vice Chairman and CEO S.H. John Suh and Hankook Tire America Corp. President Hee Se Ahn at a news conference at the state Capitol building on April 13, 2016, in Nashville. Mark Zaleski / For The Tennessean

Republicans Bill Lee and Randy Boyd snap a selfie of themselves before the start of the gubernatorial forum on education at Belmont University in Nashville on Jan. 23, 2018. George Walker IV / The Tennessean

In late September, when U.S. Sen. Bob Corker said he would not seek a third term, the GOP race for governor experienced a brief hiccup. After Corker announced his plan to retire, some speculated he might launch a last-minute bid to succeed Haslam, who he considers a friend.

From issues to personal stories

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House Speaker Beth Harwell gavels in the joint session of the Tennessee General Assembly before Gov. Bill Haslam delivers his State of the State address at the Tennessee state Capitol on Jan. 29, 2018, in Nashville. George Walker IV / The Tennessean

Republican gubernatorial candidate Beth Harwell speaks at a candidate forum at Lipscomb University's Allen Arena on May 15, 2018, in Nashville. Leadership Tennessee was the presenting sponsor of the forum. George Walker IV / The Tennessean

Lt. Gov. Randy McNally hugs House Speaker Beth Harwell as former House Speaker Jimmy Naifeh stands by during Sen. Douglas Henry's visitation at the state Capitol Legislative Library on March 9, 2017. Shelley Mays / The Tennessean

Rep. Beth Harwell, the newly elected House Republican nominee for speaker by the State House Republican Caucus, talks with the media with Rep. Glen Casada, right, at the AT&T building in Nashville on Nov. 18, 2010. Sanford Myers/The Tennessean

Rep. Beth Harwell, left, laughs with supporter Julie Howell, a member of the Nashville Republican Women's Club, after the State House Republican Caucus elected her as the House Republican nominee for speaker at the AT&T building in Nashville on Nov. 18, 2010. Sanford Myers/The Tennessean

Nashville Rep. Beth Harwell is sworn in by Justice Gary Wade as the first female House speaker in the legislature's history. The vote put the Republicans in control of the state legislature. Larry McCormack/Tennessean

With former Speaker Kent Williams behind her, Nashville Rep. Beth Harwell speaks to the House chamber after she was voted in as the first female House speaker in the legislature's history. The vote put the Republicans in control of the state legislature. Larry McCormack/Tennessean

Republican Gov. Bill Haslam announces his plan for putting a constitutional amendment before voters about the way judges are selected at a news conference at the state Capitol in Nashville on Jan. 25, 2012. The proposal is supported by Senate Speaker Ron Ramsey, R-Blountville, right, and House Speaker Beth Harwell, R-Nashville. Erik Schelzig/AP

Beth Harwell is congratulated by a well-wisher after the first day of the legislative session at the Tennessee state Capitol on Jan. 8, 2013, in Nashville. Harwell was named again to be speaker of the house. Dipti Vaidya/The Tennessean

Tennessee House Speaker Beth Harwell and Nashville Mayor Karl Dean talk with each other before making an announcement that UBS is expanding its operations in Nashville at the state Capitol on Aug. 28, 2013, in Nashville. George Walker IV / The Tennessean

House Speaker Beth Harwell speaks during a news conference at the Right Women Right Now conference held by the Republican State Leadership Committee on Legislative Plaza on Sept. 10, 2013, in Nashville. Sanford Myers / The Tennessean

House Speaker Beth Harwell, middle, listens during a news conference at the Right Women Right Now conference by the Republican State Leadership Committee on Legislative Plaza on Sept. 10, 2013, in Nashville. Sanford Myers / The Tennessean

As the campaign continued, the candidates began to lay out their case for the GOP nomination, while occasionally weighing in on everything from marijuana and opioids to rural issues and taxes.

Boyd and Black quickly rolled out endorsements, in an effort to show grassroots support for their candidacies.

In January, the field narrowed when Beavers, who struggled mightily with fundraising, dropped out. Her exit provided an opening for the candidates to shift right — she was widely viewed as the most conservative candidate in the Republican field.

Going into the race, Black was considered the front-runner, with initial polling indicating she was well ahead in terms of name recognition.

But Black’s campaign had to overcome a hurdle the others did not: Tennesseans had higher negative views of her than competitors and viewed Congress extremely poorly.

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Governor-elect Bill Lee, left, and his wife, Maria, and Governor Bill Haslam and his wife, Crissy, walk together to a joint press conference Nov. 7, 2018 at the Tennessee State Capitol. Shelley Mays / The Tennessean

Tennessee Gov.-Elect Bill Lee, second from right, attends the celebration of life for William "Carter" Ross at Longhollow Baptist Church in Hendersonville Dec. 22, 2018. Ross, a Marine and Hendersonville resident, is believed to be among those declared dead after fighter jets collided and crashed into the Pacific Ocean off Japan's coast on Dec. 6. Shelley Mays / The Tennessean

Republican Tennessee Governor candidate Bill Lee and U.S. Rep. and Republican U.S. Senate candidate Marsha Blackburn celebrate at his primary election night party at the Factory in Franklin, Tenn. on August 2, 2018. Shelley Mays/ The Tennessean

Republican gubernatorial candidate Bill Lee speaks during the candidate forum at Lipscomb's Allen Arena on Tuesday, May 15, 2018, in Nashville. Leadership Tennessee was the presenting sponsor of the forum. George Walker IV / The Tennessean

Father of the year recipient Bill Lee is with his children, Caleb, Jacob, Sarah Kate and Jessica, during the American Diabetes and the Middle Tennessee Father's Day awards in Nashville on June 7, 2007. Mandy Lunn/The Tennessean

The Rural Tennessee gubernatorial forum was held April 17, 2018, at Lane College. Candidates Craig Fitzhugh, Randy Boyd, Bill Lee and Karl Dean participated in the forum and answered questions about topics such as education and the urban-rural divide. Kenneth Cummings/The Jackson Sun

A supporter whispers to Bill Lee, gubernatorial candidate, as he signs one of his books following a town hall meeting at SoKno Market in South Knoxville Thursday, June 28, 2018. Michael Patrick/News Sentinel

Republicans Bill Lee and Randy Boyd snap a selfie of themselves before the start of the gubernatorial forum on education at Belmont University in Nashville on Jan. 23, 2018. George Walker IV / The Tennessean

To compensate, Black tried to align herself in many ways with the president, who previously gave her shoutouts for her work on the federal budget and tax reform. But critics of her campaign have said she focused too much on national issues or matters outside of the governor's purview.

As the candidates began to participate in various forums, they largely remained cordial — occasionally taking swipes at each other during interviews with reporters.

Voters said education, the economy, health care and the opioid crisis were among the top issues the state was facing.

While such issues remained part of each candidate’s daily talking points, when television ads began airing in the first months of the year, they focused on their personal stories before turning their attention to immigration and their support for the president.

Facing scrutiny as the campaign unfolded

Throughout the campaign, the candidates have faced scrutiny in various ways.

Black drew critiques for her efforts to lobby for a federal emissions exemption for a constituent and her multi-billion plan to address transit.

The ad wars begin

Black attacked first, calling Boyd and Lee moderates. Boyd responded by seizing on a 2016 interview of Black conducted by Katie Couric to suggest the congressman hadn't always supported Trump's plan to build a wall along the southern border of the United States.

The bevy of ads that hit airwaves in early July solidified the race as the most expensive election so far in state history. In late July, financial disclosures indicated the candidates — including the two Democrats in the running for their party nomination — had spent more than $50.2 million on the race.

As Black and Boyd continued their attacks, Lee, who until that point had largely been considered third behind Boyd and Black in polls, stayed out of the fray.

Instead, he continued his campaign by holding town halls, only occasionally responding to negative ads against him.

“All these dishonest attack ads — they're a great example of what's wrong with politics,” Lee said in a response ad.

When early voting began in mid-July, some Tennesseans began receiving anonymous text messages attacking Boyd and Lee.

Avoiding attacks helps Lee surge

By late July, Lee’s tactic of avoiding the muck appeared to have helped him, with one poll indicating he was the new front-runner.

While other campaigns have tried to dismiss the poll and what some have called the “Bill Lee surge,” other political observers admitted behind the scenes that the Williamson County businessman might be able win on Thursday.

Perhaps underscoring that possibility, Black's campaign sent out mailers and launched a website calling attention to a lawsuit Lee's business faced from a former employee who was a member of the Army National Guard.

After the Black campaign tried to call attention to the issue, it quickly received a cease-and-desist letter for what Lee Company called “deliberately misrepresenting” the issue.

Black's last-minute campaign tactics against Lee, coupled with Vice President Mike Pence announcing his support for her on Friday, rounded out the campaign so far for the Republican nomination.

Coming together after Thursday

Michael Sullivan, executive director of the Tennessee Republican Party, said even though the GOP candidates have shown some of their differences, he was optimistic they would quickly come together and rally around their nominee.

"At the end of the day, we recognize that we're a party that generally agrees ... on a lot of the most important issues," Sullivan said during a recent interview for the USA TODAY NETWORK - Tennessee's policy and politics podcast.